The Dawn Of The E-tailers

China's favourite retailers

OC&C’s Retail Proposition Index 2012 surveyed more than 2,500 consumers across China (East, North and South) to vote for their favourite retail brands. In doing so, we collated more than 18,000 consumer ratings on 49 retailers  across 5 retail categories (grocery, sportswear, apparel, health and beauty, and electronics). 

The top three favourite retailers in China are all sportswear brands showing the strong adoption of this category in China. Four of the other retail champions are e-tailers demonstrating how successful online has been in capturing share of overall retail. Outside of sportswear and online, grocery and health and beauty retailers make it into the top 10, given their high levels of penetration. e-tailers in China have exploded over the last 5 years and as a result have established a dominant position amongst our retail champions, with four online pure-plays amongst our top ten. Within China, B2C e-commerce sales increased ...


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